Word: admen
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...trade of advertising," Samuel Johnson said, "is now so near perfection that it is not easy to propose any improvement." Run that statement up any flagpole along Madison Avenue and a thousand admen will haul out their double-barreled Purdeys from Abercrombie & Fitch and pepper it to pieces. Not improve! The hallmark of advertising is improvement: bigger, better, brighter, newer, whiter, faster, cleaner. That goes for the advertising industry as well as for the products, and 1965 is unfolding for U.S. agencies as a bigger, better and brighter year than any before...
Beggars & Admen. Leuenroth learned advertising from his father, Eugenio, who opened an agency 52 years ago when, he says, businessmen commonly hung out such signs as: "Beggars and advertising men seen only on Wednesday." Eugenio Leuenroth's first "campaign" was a three-inch newspaper display for SKF ball bearings, but by 1923 he had signed some overseas giants, including Ford. Cicero joined the business after graduating from Columbia University ('25), now runs it with the advisory help of his 80-year-old father, who still visits the office daily. With business bustling, Cicero has branched into philanthropy, recently...
...growing as a group three times faster than the total population. Today's teen-ager seems less excited by his new Impala or Honda and his closetful of clothes than his father was about a new baseball glove. The real excitement is coming from the merchants, the admen and the market researchers, who are just beginning to realize fully the enormous potential that faces them. Teen-agers now have an income of about $12 billion a year-and they spend it almost as fast as they...
...Year of the Dragon in the Orient, but along Madison Avenue 1964 has clearly become the Year of the Tiger. From elephants to foxes, animals have long helped admen to peddle their wares, but the tiger has roared onto the advertising scene with irresistible force, turning up as a prop for everything from rented autos to hair oil. Says Martin Baker, an account executive for Doyle Dane Bernbach: "It's almost as if ads are giving up sex for tigers...
...Admen track the origins of the fad to Britain, where a Humble affiliate used a fierce tiger to introduce a premium gas. In the U.S. the trend has been helped by collegians who for years have been referring to any really swinging types as "tigers." As the psychologists see it, the tiger is a symbol of virility; as the admen see it, it is a surefire gimmick: sales of U.S. Rubber's tiger-paw tires have almost doubled since it began its campaign, and tigers now absorb a third of the company's $6,000,000 tire...